Advertising is promoting your product or service to your client base for information, sales or brand recognition. Other reasons might include management or company changes. Today there are many avenues to advertise in. What is best for your small business? That answer depends not only on type but must include time and cost implications. As a small business, you must assess how much money you are willing to spend and how much time you are will to donate which will ultimately dictate the advertising avenue you choose. Another question you must answer is; where does your client hang out and who are they? As an example, if you cater to the young then social media might be the best place to advertise. However, if the age group is 60+, then hard print, radio and news might be your target advertising medium. Below is a listing of the more popular forms and their uses. Pick the ones that your small business might use effectively and evaluate if they fit within your customer reach, cost and time constraints.
Broadcast Advertising
Including television and radio, this is old school marketing to a large segment of people. Costs depend on timing, duration and channels the advertisement is broadcasted and can become costly. Radio can be focused depending on the chosen station and seems to be a choice for small business owing to a cost effective application, if managed effectively. Again, the costs can vary depending upon the time slot and length.
Print means paper so this category would include newspapers, magazines, brochures, door hangers, newsletters and fliers. This medium can be very targeted and cost effective. Take a look at your age and location demographics to determine which form of advertising would be best for your clients.
Outdoor Advertising
The name describes clearly this form of advertising including: billboards, kiosks, and events such as craft shows. Targeted and innovative, this application must catch the viewers eye. More of a broad sweep in billboards, events can be very targeted for a specific client base. This can be an effective way of traditional marketing both cost effective and targeted.
Web Advertising
A primary driver for the younger client, businesses are flocking to this form of advertising. Facebook, Twitter and LinkedIn are now more than just social outlets but ways business can drive profits and direct their clients to their service or product. In addition, advertising through banner, text and pop-up ads on the internet are both cost and client effective. What a great way to get to millions at a low cost and sometimes free application. The only downside is time. Social media can be a time sink if not controlled.
Listed above are just a few of the avenues to successful advertising and cost control. Understand your client and set aside the money you have to spend and then assess which avenue is right for you.
Sources
An overview of the major types of web advertising, pr2
Advertising costs, myadbase
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